V. Trade Fair Participation
D. Stand Impact

The significant difference between a stand and the usual possibilities of visualization is the enhancement from the second to the third dimension, that also means an extension to possible presentation.52)

The booth concept is relevant for the right communication and budget policy of the exhibitor. It also influences the exhibitors’ logistics to get the exhibits and material at the right time, to the right place, at the lowest costs. On the following pages several criteria are discussed which have to be considered for the booth assembly.

Criterion 1: Booth types
The booth is a three-dimensional marketing tool. It represents the company and is sensual. Customers and visitors compare the booth with that of competitors at the trade show.

Criterion 2: Alternatives of booth design
Several factors have to be considered to determine which kind of booth should be presented at a trade fair. Follow the explanations on criterion 2.

Criterion 3: Booth planning and realization
The decision concerns marketing and cost aspects. If the exhibitor likes to reuse the booth he has to decide which booth type will be the best alternative for him.

Criterion 4: Booth areas and functions
The booth consists of different areas with different functions. Corresponding to the exhibition style, the management has to decide how the use the space: for presentation, for consulting or for easy and frequent contacts.